Dynamic Retargeting (DRTG)

Dynamic retargeting allows you to automatically show ads for specific products or categories that a user has viewed. All you need to do is pass the correct parameters in a ViewContent or PageView event.

How dynamic retargeting works

SEM automatically adds users to a retargeting list based on the events you send. You do not need to create separate retargeting codes – simply fill in the content_type and contents parameters in the ViewContent or PageView events.

Sklik can then automatically show an ad for the exact product or category the user visited – without manual audience-to-product-feed matching.

DRTG for products

For dynamic retargeting of products, send ViewContent or PageView events. The content_type parameter can be set to 'product' or left empty. For more accurate matching with the product feed, pass an object with the product id in the contents array – the value must match the ID in the Sklik / Seznam Shopping product feed.

SEM('track', 'ViewContent', {
  currency: 'CZK',  // only CZK is supported
  value: 1490,
  content_type: 'product',   // optional – can be omitted
  contents: [
    {
      id: 'SKU-12345',        // product ID from the feed
      quantity: 1,
      price: 1490
    }
  ]
});

DRTG for categories

For dynamic retargeting of categories, use content_type: 'product_group' and pass the category name in the content_category parameter inside the contents[] array.

SEM('track', 'ViewContent', {
  content_type: 'product_group',
  currency: 'CZK',
  value: 0,
  contents: [{
    content_category: 'Elektronika | Televize | LCD televizory'  // category for DRTG
  }]
});

Alternative using PageView:

SEM('track', 'PageView', {
  content_type: 'product_group',
  contents: [{
    content_category: 'Elektronika | Televize | LCD televizory'
  }]
});

Overview – when to use which content_type

Dynamic retargeting lists

Dynamic retargeting lists are created automatically – for each store linked to Seznam Shopping, three dynamic lists are automatically created when the store is connected:

• DRTG – Product visitors
• DRTG – Product visitors on Seznam websites
• DRTG – Category visitors

The conditions for data collection in these lists cannot be defined manually. Simply implement the ViewContent or PageView events correctly with the content_type and contents[] parameters – SEM will assign the data to the dynamic lists automatically.

Implementation via GTM

When using the GTM template, simply fill in the Content Type field (product or product_group) and Contents from a dataLayer variable containing the product array in the ViewContent tag. The template will automatically pass the parameters to SEM.

See GTM implementation → ViewContent.

Dynamic retargeting via S2S

For S2S measurement, pass the same parameters in the event_data section of the payload:

"event_data": {
  "currency": "CZK",  // only CZK is supported
  "value": 1490,
  "content_type": "product",
  "contents": [
    {
      "id": "SKU-12345",
      "quantity": 1,
      "price": 1490
    }
  ]
}